MKT 317 - Services Marketing

Units: 3
Three hours lecture per week
Prerequisite: MKT 310
Service organizations (e.g., hotels, banks, educational institutions, hospitals, professional services) require a distinctive approach in the development and implementation of their marketing strategies. Specific topics will include why people are central to service success, why expectations are important to service consumers, how the physical environment influences service delivery, and how service firms might recover from failure.
Graded: Letter Grade